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Elbow goes 3D with Air, HD-3DMusic.TV

“The challenge was to bring a cost effective solution to 3D post production and to pass Sky’s stringent 3D quality control requirements,” explains Air Entertainment Group’s David Ravden (pictured).

A new programme being aired on Sky Atlantic, Sky 3D and Sky Arts HD throughout June occasioned the first major broadcast project by Air Entertainment Group and HD-3DMusic.TV, undertaken in conjunction with Universal Music and Panasonic.

The 52-minute ‘Live on Air’ programme featured Bury’s finest – Elbow – in a blend of behind-the-scenes and live performances. Cameras, technical support and screens were provided by Panasonic, while post-production took place at Air Post in London. Keith Mottram edited the programme using Final Cut, convergences were done using Da Vinci’s new set of 3D tools, and colourist James Willett graded the project on the Da Vinci Resolve.

HD-3DMusic.TV’s MD and the creator of the Live from Abbey Road series, Peter Van Hooke, commented: “We achieved our goals with this programme of demystifying 3D and making the costs similar to that of a 2D production. As a team we all knew enough about 3D to push the boundaries in sound, footage capture and post. The result is a programme for a leading broadcaster, made by an independent company and most importantly one in which the viewer feels totally immersed.”

David Ravden (pictured above), development director of Air Entertainment Group, added: “The challenge was to bring a cost-effective solution to 3D post production and to pass Sky’s stringent 3D quality control requirements. The project was delivered on budget and on time in a fantastic team effort by all the partners.”

The announcement of fresh directions for Air – including the formation of Air Entertainment Group to oversee existing Air/Strongroom operations and spearhead a move into ‘content creation’ – was made in April. For PSNE’s extended interview with Air chief Richard Boote about these changes and future plans, click here.